DHL GLOBAL FORWARDING

DHL Global Forwarding needed an internal global sales campaign to propel growth within their Business Customer sales channel (a segment with smaller customers, e.g. 5-50 shipments a year).

The focus was on educating and incentivising DGF’s Field Sales and Product teams on a global scale, celebrating country, sector, and individual successes. We required an approach that would empower field sales and product teams, enabling them to drive growth. We needed to maintain motivation and enthusiasm across 95 countries to drive Business Customer growth with an engaging, gamification-led campaign.

The campaign objectives were clear:

Drive revenue growth: Increase sales within the Business Customer channel for both Air Freight and Ocean Freight by a target percentage throughout the campaign period.

Enhance customer engagement: Foster stronger relationships with new and existing customers by educating them on the company’s offerings and services.

Motivate and align teams: Boost morale and alignment among the global Field Sales and Product teams, encouraging a unified effort towards achieving sales targets.

Promote innovation: Encourage innovative approaches in sales strategies and solutions catering to the Business Customer segment.

Establish a competitive culture: Instill a competitive spirit among teams by introducing a global leaderboard, driving healthy competition and recognition.

The theme of ‘Growth Voyage’ was selected, using a series of ‘vessels’ to communicate the various stages of ‘growth’ and volumes of sales generated. We developed the creative concept, identifying assets to communicate the campaign to different teams, levels, and stages of the campaign.

Drawing inspiration from the ‘Growth Voyage’ concept, we proposed two distinct design directions. One design was envisioned to exude vibrancy and adventure, symbolising progress and exploration. In contrast, the second design embraced a whimsical, fantasy-themed approach, reminiscent of stories like Peter Pan or Fantasy Island. The rationale behind these different routes was to offer versatility and cater to diverse preferences within the target audience.

To reinforce the campaign’s identity, we crafted visually captivating assets, including A4 portrait posters and landscape email banners. These assets were designed to convey the campaign’s narrative and encourage active participation by Sales teams. Bright, engaging colours and themes have been used to encourage a sense of excitement and camaraderie among sales colleagues, facilitating global engagement.

We also designed a logo option tailored to each theme and naming option. Building upon the success of previous DHL Sales campaigns, we ensured that the logos integrated with the overarching campaign identity.

By infusing creativity and strategic thinking into every aspect of the campaign, we successfully revitalized the DGF Growth sales campaign and created ‘DGF Cargo Quest,’ a ‘pixel’-themed route. The new naming options, taglines, team names, and design elements collectively contributed to enhanced engagement and enthusiasm among participants, encouraging them to ‘ENTER THE GAME’.

The campaign is set to run for one year until March 2025, engaging teams across 96 countries. Our collaborative efforts resulted in a compelling campaign identity that effectively inspires active participation across DGF.